Palace, a skateboard and skater clothing brand based in London, picked a spot for its first New York City store where it could make a big splash.

“I was still pretty shocked when I arrived at the SoHo store four days after its opening, to see a rather large police presence and a line outside the store that went to Mercer then most of the way to Grand St.,” said Harris Bulow, senior director of Eastern Consolidated, which represented Palace in its lease of 3,000 square feet on the ground floor of 49 Howard St. in SoHo, plus another 2,000 square feet in the basement.

“It was a real pleasure working with Palace… they know exactly what their brand represents to their acolytes. It was Howard near Mercer or bust, where they knew the space could be original and fit the store’s vibe,” said Bulow.